site.btaUPDATED Bulgaria Will Position Itself as Safe and Accessible Destination Amid Complex Geopolitical Developments - Minister

Bulgaria will position itself as a safe, welcoming, and accessible destination in the context of the complex geopolitical situation, Tourism Minister Irena Georgieva told a briefing on Friday, reporting on the preparations for the summer season.

She highlighted that, at present, there is an average 1% increase in bookings from leading foreign markets compared to the previous year. According to the industry’s assessment, which the ministry shares, in the two months remaining until the start of the summer season, it should focus its attention on intensified promotion in Eastern European markets, the ones that generate significant traffic and make use of the psychological climate related to developments in the Middle East, as well as in key markets such as the United Kingdom, Germany, Poland, and Czechia. Bulgaria's presence should also be strengthened in Italy and Spain.

At the moment, 138 beaches have active concession or rental contracts, while 96 have been designated as unguarded and have been publicly announced, the minister added.

This summer, the focus will be on the domestic market and Bulgarian tourists, the minister added, presenting data from the national statistics, which show that during the 2025 summer season there were over 5.2 million tourist registrations, of which 2.8 million were foreign guests. Surveys indicate that 77% of Bulgarians consider the country a good tourist destination. Georgieva noted that a large-scale domestic marketing campaign is planned, including digital and radio advertising in public media - BNR, BNT, and BTA - as well as using the hosting of the Giro d’Italia as a main marketing tool in April and May.

For the start of the summer season, there is a plan, specifically for the Southern Black Sea coast, to open it in conjunction with the Giro d’Italia, at the suggestion of the mayor of Burgas, the minister said. Regarding Varna, which will be celebrating its anniversary as a resort city, further discussions are planned on how the opening will take place, she added.

In connection with economic measures and compensation for the sector, discussed with Prime Minister Andrey Gurov, Minister Georgieva reported that they were submitted to him on Thursday.

Compensatory mechanisms for electricity and fuel are being discussed, as well as requests for a differentiated VAT rate of 9% for restaurateurs and for the delivery of food and non-alcoholic beverages. Georgieva noted that a legal mechanism is being sought to allow tour operators to defer obligations to clients for trips that could not take place due to the conflict in the Middle East, using vouchers, similar to the COVID-19 model. She reiterated that tour operators plan to keep the prices of already sold packages at their own expense, as far as possible, despite rising transportation costs.